2015 Winners & Shortlists

The Campaign

The holy month of Ramadan encourages us to focus on helping the less fortunate. Whilst our target audience is constantly looking for avenues to carry out charitable acts, the true challenge faced, is how to activate all those good and altruistic intentions. Last year, the Middle East was plunged into turmoil, with wars and unrest displacing a record number of refugees, urgently needing basic clothing and shelter. Comfort and OMO, brands that have helped moms care for their loved ones’ clothes for generations, wanted to help the UAE to pass on a little comfort to those who need it most during the holy month. And we managed to do just that by giving people the opportunity through various donation touchpoints- from in-malls, gyms, corporates, social media..etc. By the time the campaign had ended, we realized that we not only surpassed our ambitious target, but had also BROKEN THE WORLD RECORD with over 146,000 clothes donated.

Success of the Campaign

Our target was to extend our message to the maximum number of people. We exceeded expectations. Facebook Reach – Target: 2.1M Actual: 3.5M (1.6 times target)* Facebook Engagement – Target 7% Actual 8% (1.14times target)* Key Opinion Leader Video - 1.7M views on YouTube, 135K views on Facebook* Total PR value exceeding AED 2.6 million was generated during the campaign period^ (*Source: Facebook Data, ^Source: Unilever PR) OBJECTIVE 2: COLLECTIONS We had set ourselves an ambitious target of 129,000 clothes. By the time the campaign had ended, we realized that we not only surpassed our ambitious target, but had also BROKEN THE WORLD RECORD with over 146,000 clothes donated. This was truly an achievement, as we could make a difference to the lives of thousands of people by giving them access to proper clothing, giving them hope and much needed comfort.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

To announce we tied up with 12 KOLs, which included Bloggers, DJs and TV presenters, who volunteered to take part in an invitational video urging people to participate. They had a combined reach of close to 1 Million followers. It was aired on YouTube and Facebook. We received massive media coverage on TV, Radio, Newspapers, Magazines, Websites and Blogs. On Facebook pages, we invited fans to donate while generating daily interactive content. This included daily posts of fans donating, updates on the number of donations collected, messages and appreciation from donors and fans. Engaging radio spots were also aired on prominent radio English and Arabic stations. We set up 38 collection points across the UAE’s malls, gyms, offices, schools and residential communities, as well as a donation hotline for pick-ups. Moms could place their donations in our boxes while kids could write a message of love to accompany their clothes.